Amgen
The solution people wanted wasn’t the one they needed.
Challenge
Many older adults were already quietly adapting their lives around the fear of fractures, even without an osteoporosis diagnosis. The challenge was making an invisible health risk feel relevant without leaning on fear-based messaging.
Strategy
People had already started "life-proofing" their daily routines by changing habits, limiting activities, and taking extra precautions to reduce the risk of falling. We didn't need to create a new concern. We just needed to hold up a mirror to what people were already doing, and exaggerate it enough to make them stop and think.
Creative Execution
We partnered with legendary Hong Kong television personality, Helena Law, to introduce Airpac, a fictional wearable device designed to inflate the moment before a fall or fracture is detected.
Presented as an absurd but recognisable answer to a real worry, Airpac reflected the lengths people were already going to protect themselves. Audiences were then invited to take a One-Minute Risk Test, where the campaign revealed that Airpac wasn't the answer. The experience redirected attention toward osteoporosis awareness, risk assessment, and preventative treatment through Evenity.
Results
By exaggerating a familiar behaviour, the work created a more accessible entry point into conversations around osteoporosis risk, diagnosis, and prevention.